The useless thing tells the story — a framework by Ole Wang

Hand-drawn diagram of framework 407, The useless thing tells the story: One strange, true thing. On purpose. — Framework 407 · in one look

How to use it

The most absurd, least practical thing a brand does often says the most about it: a slide in the office, a climbing wall nobody uses, a car driven across a desert. Pick one strange, true-to-you thing and do it on purpose, because people retell it.

How sure we are

E Evidence: built from practice. What works for coaches and practitioners. Labelled that way.

Sources

Steven Bartlett's blue-slide story, with Virgin's balloons and Red Bull's stunts (🟠) · it works with distinctive assets used the same way for years (see 122 and 148) · keep it honest: never a stunt that misleads.

Not medical, legal or financial advice.

Put it to work

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More build frameworks

418 EStudy the arena in publicBuy it, read it, watch which ads stay. Borrow the shape.343 EStatus, power, credibility, likenessStatus, power, credibility, likeness. Stack all four.328 EPerson first, page secondThe person tells the story. The page holds the proof.325 EWhat, who, whyWhat, who, why. You are the niche.224 EWhat, who, howI do X for Y by Z. Then stop.169 SDisclose first, earn it back with honestyDisclose at the start, every time. Hiding it breaks trust, and often the law.